I do however find it interesting that there's a lack of outcry at the prospect of further dilution of the Belfast-LON market. As I recall, when Baby announced the BHD-STN routes, quite a few people got their knickers in a twist over it.
As I mentioned a few posts back, I personally see no great benefit. London is well covered in my opinion already, both for geographical locations of the airports served (LTN, STN, LGW, LHR) and their access to the surrounding areas; and the needs of passengers, whether that be cheap flights to visit friends, leisure break to central London, or to connect at LHR / LGW for onwards flights. That includes flights from both BFS and BHD.
I can't really think of any great benefit for the Northern Ireland passenger, unless their final destination is a stones throw from Southend airport. Guess time will tell... Yet again...